I'm personally not a fan, but the Chipotle here in Woburn MA is always packed. They offer gourmet burritos made with sustainable products. My husband really likes their food so we make a point to order online to avoid the long lines. They are a bit pricy, but they seem to be thriving.
One thing to note is that I rarely see families, couples, etc. in Chipotle and other similar venues. Be careful about just offering burgers or burritos because you may exclude families if one person does not want that item. It may be cost effective to keep things simple, but think about how successful cheesecake factory is with their huge menu. As a picky eater, I prefer places that have a decent variety.
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